GLP-1 drugs reduce appetite, meaning consumers eat less. But that also affects their water intake. Around 20% of daily water intake usually comes from food: so when GLP-1 medications suppress hunger and meal sizes shrink, overall fluid intake naturally declines.
And as with food, GLP-1s can suppress thirst cues: meaning consumers don’t always think to drink enough. And common gastrointestinal side-effects can include nausea, vomiting and diarrhea: again leading to fluid loss and dehydration.
And, in fact, its suspected that many of the other common side effects associated with GLP-1 drugs (such as fatigue, headaches and nausea) could in fact be down to dehydration.
Because dehydration on GLP-1 drugs is often tied to electrolyte loss (specifically sodium, potassium and magnesium), electrolyte drinks find themselves with a huge opportunity.
“Rehydrating your body becomes more important when on GLP-1s,” says Gary Stibel, founder and CEO of consultancy New England Consulting Group, who has been closely tracking the effect of the drugs on the food and beverage industry.
“When you’re on GLP-1s, you’re reducing consumption of the liquid that is necessary to keep you hydrated. And you’re not as thirsty, so you reduce your liquid intake even further.”
“We all need more hydration, 100% of us. And on GLP-1s it just becomes even more important.”
Embracing the opportunity
GLP-1 users are frequently advised to stay well hydrated by drinking plenty of fluids: and often have to make a conscious effort to keep hydrated.
This opens up the opportunity for hydration drinks: and those that boast electrolytes and superior hydration.
The timing couldn’t be better: hydration is already trending. Brands like Gatorade have already seen opportunity to cater for ‘weekend warriors’. Do these brands now have the chance to tailor their offer to GLP-1 users as well?
“The beverage opportunity is particularly strong because of what GLP-1 users actually need: these medications lower food intake and stimulate electrolyte excretion through the kidneys, users face specific risks of cramping, fatigue, and dehydration,” said John Scheer, co-founder and Chief Creative Officer of healthcare and wellbeing branding agency Herman Scheer
“So it’s not just about marketing: it’s about genuine functional demand.”
Keeping GLP-1 users in mind
But it’s not just about electrolytes. These brands need to ensure they’re tailored to meet all needs of GLP-1 consumers.
That means signposting low calorie positioning - an essential for people trying to lose weight.
It also means ensuring that formulations are gentle on the stomach for those experiencing nausea (GLP-1 users, for example, may prefer drinks with lower or no carbonation).
GLP-1 users frequently note their taste preferences have changed: and so flavour becomes really important.
Light, fruity flavours are likely to be much better received than luxurious, creamy profiles.
Flavour profiles such as ginger and mint, often used to calm digestion and nausea, are a key area to explore.
And it’s about rethinking formats. Smaller pack sizes are a key way the food industry is reacting to GLP-1 drugs, and smaller drinks sizes could follow this trend: if consumers aren’t feeling hugely hungry or thirsty, smaller pack sizes can them to reach hydration goals by drinking little and often.
And the rise of tech in everyday lives could create more opportunities. Smart tech is already being used to remind people to drink with notifications or phones or watches: and it’s an area that sports nutrition brands have explored in depth.
Beverage brands can further explore how tech could help GLP-1 users integrate drinks into their routine, and finally deliver the levels of hydration required.
